Explain how the self-reference criterion can affect decision making at global companies and provide a step-by-step example

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Explain how the self-reference criterion can affect decision making at global companies and provide a step-by-step example of a company adapting to conditions in a global market. LO.1

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Global Marketing

ISBN: 9780134149745

9th Edition

Authors: Mark C. Green , Warren J. Keegan

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